Broadcast Dialogue – The Podcast: Michael Hill, Managing Director of Radioplayer Worldwide

Radioplayer Canada recently celebrated its second anniversary of streaming Canadian radio stations to millions of listeners each week.

On this episode of Broadcast Dialogue – The Podcast, Broadcast Dialogue Publisher, Momentum Media Marketing President & Founder – Shawn Smith in conversation with Michael Hill, managing director of Radioplayer Worldwide, on the rise of radio streaming, the future of the in-dash radio experience and the challenges of smart speaker adoption.

Momentum Media Marketing, Broadcast Dialogue’s parent company, is the designated management company for Radioplayer Canada.

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Shawn Smith is the Valuegraphics Ambassador to the Broadcast Media Sector

Shawn Smith from Broadcast Dialogue and Momentum Media Marketing knows a thing or two about the media. We sat down to talk about how leveraging what radio and TV stations know about demographics with some new understanding of audience values might just be the answer broadcasters are looking for.

One of the most effective ways for Valuegraphics to bust into various industry segments is by teaming up with legends like Shawn Smith. You see, Shawn is incredibly well-known and respected in the broadcast media industry. There’s hardly a radio station or TV network that he hasn’t visited, and very few executives in the broadcast vertical who don’t know his name. All of which means I don’t need to spend the next ten years trying to convince the broadcast industry that Valuegraphics is worthwhile, because they believe what Shawn has to say.

He started out as an on-air personality, which is apparent by how skillfully he directs the conversation in this video podcast. He keeps me from what I like to call ‘my quirky rambling’ – a tendency I have to keep talking about whichever squirrel darts across my line of sight in the tangled forest that is my mind. My video team is well aware of how hard it is to edit out a 30 second sound bite when I don’t take a breath for four or five minutes at a time. I need to work on this. This paragraph has become a perfect case in point.

Back on track here, Shawn asks me a lot of very smart and leading questions about how an over-reliance on demographics in a post-demographic world might not be the best strategy for broadcast radio and TV stations looking to grow and thrive. And it’s true. Imagine how tough it must be for a group of people at a radio station like WKRP in Cincinnati (cough cough ) to sit around and figure out how to program the station for 18-24 year olds, when 18-24 year olds don’t resemble each other anymore. On the business side of the broadcast industry, the advertising media buyers that are the revenue lifeblood of any broadcast enterprise are still calling up and asking for an 18-24 year old demographic, despite the widespread assumption that nobody really acts their age anymore.

It’s a very large, very expensive game of chicken being played here: the media people want to buy demographically because the broadcast industry is programming demographically because the media buyers want to buy demographically. Someone needs to blink at some point, as using age and other traditional demographics to define audience behavior becomes less and less reliable with every passing year. Of that we are certain: we have 100,000+ surveys to prove it.

Valuegraphics offers a solution. A Valuegraphics Profile for an audience layers on top of the demographics for any station, which means it’s easier to determine programming choices. It also means it’s easier for media buyers to see how the listeners they are chasing on behalf of a client are best influenced, and to bring that intelligence back to the folks who craft the campaigns that run on the air.

It’s ironic that this sector of the economy is responsible for telling so many breaking news stories, but is so traditionally constructed that it’s very tough to break the pattern of demographic expectations. But Shawn Smith is just the man for that job. We’re very proud that he represents Valuegraphics in this dynamic and thriving industry sector.

For anyone who makes a living on the strength of their creative ideas, Valuegraphics is a game changer.

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Great Content Is A Godsend

A client recently offered those words at the close of a conference call. And right then it dawned on me: Our clients tend to be experts in their particular field – not experienced multi-media communicators like we are. That’s in our DNA and we sometimes take it for granted. It’s our secret weapon.

Content Marketing is an oft-overused term originally conjured up to describe paid print editorial. In a platform agnostic marketing environment of 2012, truly great content must be deployed across multiple platforms, where consumers want, and how they want.

Any organization can leverage its expertise to create compelling media content – especially if it enjoys a thought-leadership position in the marketplace. An experienced and quality content creator can help these brands literally evolve into media properties that can engage followers with a myriad of specific interests and motivations.

North America’s largest trade association and the leading producer of housing market data had several goals. It sought a way to deliver information on buying, selling, and owning a home as well as other housing market information directly to consumers.

NAR previously relied almost exclusively on the national media to interpret their releases and present the information through their varying lenses. The Association also wanted to create and disseminate credible and timely messages that represented the immense collective expertise and professional acumen of their 1.1 million REALTOR® membership.

With the help of media marketing experts, Real Estate Today was born and within 24 months the weekly 2-hour audio program, hosted by award-winning talent Gil Gross, and its associated web-deployed and social media-driven content became America’s #1 real estate program.

Real Estate Today is now available on on-air, on satellite, on-line, via mobile, and is consumed by over 1 million consumers every month.

Example: The National Association of REALTORS® – Real Estate Today

The winning formula for producing great content starts with a comprehensive brand strategy and is fulfilled with highly produced and informative, engaging content that can activate the target audience in a natural and powerful way.

No tactic can rival the successful deployment of superior multi-platform content marketing delivered by a credible organization by proven and professional content creators. It truly is a godsend.

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